Tobacco Documents Online

•.. ON YOUTH SMOKING TOBACCO INDUSTRY INITIATIVF_~ The tobacco industry has long taken the position that smoking is an adult practice to be considered solely by mature, informed persons. For this reason, the industry has taken strict measures to address youth smoking. For example: o The tobacco industry ended advertising and promotion in school and college p.ublieations and on campuses in 1963. o In 1964 the industry adopted a code prohibiting advertising and promotion in publicaSons directed primarily to person under 21. The code also forbids the use of ,.'ndorsements by noted sports figures and other celebrities with appeal to youtll in advertising. It also requires that any models in ads must be, and appear to be, at least 25 years old. o The tobacco industry offered voluntarily to end commercials on radio and television in 1969. Cigarette ads left the air in early 1971 as a result of Congre~-~sional action which formalized the industry's offer. o A code of cigarette sampling practices was adopted in 1981. The cigarette industrfs code of sampling practices is brief and to the point. People who engage in sampling are imtructed to refuse to give a sample to anyone whom they kn.~w to be under 21 years of age or who, without reasonable identifi,:ation to the contrary, appears to be less than 21 years of age. No sampling activity is done in any public place within two blocks of youth activity centers such as playgrounds or schools. If an adult declines or refuses to aeee!~t a sample pack, he or she will not be urged to accept it. All of the independent sampling firms sign a contract which sets forth standards that are at least as strict as the ones in our code. All of the sampling personnel must be advi.-_ed, orally and in writing, of the sampling rules. All of the sampling activitie.~ are monitored to ensure compliance with the code. Any individual who viotates the articles of the sampling code is subject to disciplinary action. o In 1982, on the industrfs behalf, The Tobacco Institute conducted a nationw'.de advertising campaign which reached 110 million Americans with the mes:~age, "Do tobacco companies want kids to smoke? No. As a matter of polio,. No. As a matter of practice. No. As a matter of fact. No." t,~EGED AND CONTIDENTIAL Produced as required by the Court's March Z 1998 Ordetilt State of Minnesota, et al. v. Philip Morris, et al, Court File No.: C1-94-8565 TIMN 0171434

Youth Smoking Initiatives page 2 o In 1984, The Institute launched its current "Responsible Living" program, offerint: a free parental guidebook, "Helping Youth Decide." Another booklet, "Helping Youth Say No," followed. Both provide guidance on family co_m___m__uaication to enable parents to help youngsters develop decision-making skills n,.'eded to deal wisely with everyday choices and with lifestyle decisions, such as smoking. o The Ir~titute expanded the "Responsible Living" program in 1986 by p.rovidi,lg unrestricted grants to the National Association of State Boards of Education for funding Community Alliance Programs (CAPs) at the rate of ten a y,;ar. Towns and cities throughout the U.S. were invited to apply for the graJlts, which provide the impetus for a broad community-based effort to improv, i; parent-youth interaction, using "Helping Youth Decide" and "Helping Youth :;ay No" booklets. More than 700,000 booklets have been distributed nationwide, and demand continu-~.s to be high among parents and community organi~,ations. The most recent S argeon General's Report states that the prevalence of daffy smoking among high school seniors dropped from 29% to 20% between 1976 and 1983, fluctuating betweea 18% and 19% ever since. Daily smoking am~mg black high school seniors fell from 26% in 1976 to 8% in 1987. Among white high school seniors, smoking declined from 29% to 20% during the same period. J PRIVILEGED AND CONFIDENTIAL Produced as required by the Court's March 7, 1998 Order State of MLnn.eso~a~ ~ ;~1o v. ["h~!~p ~orfis, et el. T1MN 0171435